Consumer electronics retailer Granada will begin renting digital set-top boxes nationwide in June, in an attempt to kick-start the digital market and rejuvenate home rentals.
Granada plans to offer the boxes, which will cost 199, for about 10 a month.
Mark Armitage, marketing director for Granada Home Technology, says the company will also offer a widescreen TV and digital box package for 35 a month.
The first boxes will be available for rent throughout Granada’s 440 UK stores when BSkyB rolls out digital satellite TV in June. Digital cable and terrestrial services will follow in the autumn and winter.
Armitage adds: “There is a lot of confusion among consumers about digital. But once this is overcome, we believe the home rental market will take off.”
Granada will launch a campaign explaining the virtues of digital through its advertising agency Abbott Mead Vickers.BDDO in the summer. Armitage says the campaign will include TV, press, and direct marketing.